Content Strategy Part 3: Creating a powerful content marketing strategy

You’ve used your (or your client’s) values to craft a mission statement, audience personas, and core messaging. You’ve established a solid visual identity. Now it’s time to actually create a content marketing strategy that sparks inspiration.

In this three-part series, we’ll walk you through how to position yourself and create a content marketing strategy from a solid foundation that will make your (or your client’s!) brand stand out. Welcome to Part Three, all about creating content that sparks!

There are two main questions to ask yourself when it comes to a content marketing strategy:

  1. How do you want people to feel? Select visual and audio content that evokes these emotions.
  2. What do you want people to do? Design your content so people are motivated toward that action (or inaction, like quitting smoking).

If we were creating a social media graphic to increase our imaginary menstrual product brand’s email list, we would answer these questions:

How do you want people to feel? Empowered.

What do you want them to do? Click the link and enter their email address.

When creating content, consider the above questions and your brand foundations to decide on voice, font, music/sfx, color palette, models, image/video quality, and graphic style. For example, with our imaginary company:

  • We want our copy to be informal, but not sloppy. 
  • Our font should be clean and minimalistic. 
  • Our music could be accented with nature sounds. 
  • We will build a neutral color palette.
  • The models we use need to be of menstruating age and look empowered in their poses. 
  • The image/video quality needs to be professional.
  • Our graphic style would be modern and evocative of natural shapes.

A More Manageable Content Marketing Strategy

It can feel like you’re on a hamster wheel of never-ending content creation. Remove some of the guesswork by using tools like an audience persona, mission statement, core messaging, and mood boards.

Create better content by positioning your brand first. Be clear—internally and externally—on your mission and personas. Establish your brand guidelines or hire a professional to help. And allow your values to influence every aspect of your content.

The goal of your content should be to provide value to your audience and either establish trust or build authority. Think about what your ideal audience wants and needs, then go from there.

About the authors:

Ashlee Sang

Content Strategist & Copywriter

Ashlee Sang shares messages that matter with purpose-driven brands. Ashlee works with conscious companies to increase their impact through brand messaging strategy and copywriting. Founders come to Ashlee Sang Consulting LLC to organize their thoughts and ideas so that the words they use and the actions they take are aligned to make progress toward their company’s mission, vision, and values.

Emma Parker

Freelance Video Creator

Emma Parker of Chickadee Films is a freelance video creator that works with purpose-driven brands to holistically develop their videos and motion graphics from concept to color grade. She is also the lady behind the courses How to Look Better on Video (free) and Video Creation for Small Businesses: Create With Your Phone (paid).